明天會更好：2021年環(huán)球會展市場展望

蘇希玲

2020年的全球會展行業(yè)在靜默與慘淡中結(jié)束。表面上看，只有極少數(shù)國家的會展活動有序重啟，國際會展業(yè)何時能恢復(fù)到原有規(guī)模尚不明朗。但是，我們看到，在疫情之中，存活下來的會展企業(yè)停展不停業(yè)，通過加強(qiáng)聯(lián)絡(luò)、技術(shù)創(chuàng)新等手段，最大限度保持企業(yè)活力，也彰顯了會展行業(yè)的韌性。

根據(jù)最近的UFI調(diào)研結(jié)果，大部分客戶依然將實體展會作為主要的營銷渠道，會展的明天更加燦爛。站在行業(yè)發(fā)展的風(fēng)口，在冬去春來之際，全球會展企業(yè)如何應(yīng)對挑戰(zhàn)，面向未來？各國會展企業(yè)如何看待行業(yè)的新趨勢？……

圍繞以上話題，本期專題采訪了來自美國、英國、澳大利亞和中國等全球主要會展國家的資深會展行業(yè)人士，分別從會展并購、場館運營、品牌體驗、會展組織等角度，探析行業(yè)發(fā)展趨勢和增長要素，呈現(xiàn)未來會展業(yè)發(fā)展藍(lán)圖。

A better tomorrow： global exhibition outlookk

□Reporter/ Celion Su

Since the breakout of the COVID-19 pandemic， it is still not Since the breakout of the COVID-19 pandemic， it is still not certain when the exhibition industry will be restored to full swing. certain when the exhibition industry will be restored to full swing. However， we see that despite the outward difficulties， many However， we see that despite the outward difficulties， many exhibition institutes and companies have been trying their best to exhibition institutes and companies have been trying their best to maintain business vitality.

As the new year has opened， how can we stand strong and head up As the new year has opened， how can we stand strong and head up to the future？ The Special Focus Column of OVERSEAS EXHIBITIONS to the future？ The Special Focus Column of OVERSEAS EXHIBITIONS magazine invites 4 industry veterans respectively from the US， magazine invites 4 industry veterans respectively from the US， the UK， Australia and China， to discuss topics such as M&A， venue the UK， Australia and China， to discuss topics such as M&A， venue operation， brand experience and events organization， to give the operation， brand experience and events organization， to give the industry an outlook into the future value building of the exhibition industry an outlook into the future value building of the exhibition industry..